A stroke of marketing genius—MZInc packages old as new and sells it to the world
View the website:www.antonovichfurs.com
MZInc’s challenge was to re-establish Antonovich’s status as the leading fashion fur coat manufacturer by re-inventing and re-inserting their 80’s fashion spreads into the look and feel of today’s marketing campaigns, since the company had zero budget for advertising photography. Faced with such a tight constraint of budget, MZInc decided to leverage Antonovich’s name as a major fur coat designer of the 70’s, launching a website to sell the brand without fancy advertisements, just exquisitely made fur coats at affordable prices to the international market.
MZInc utilized a comprehensive dual phase marketing campaign. The first step was branding. The second commercial development. Through the website, using digitally updated images of old ads, MZInc stylishly re-packaged Antonovich as a high-end E-merchant, preparing it for worldwide market penetration and international revenue generation.
MZInc promoted Antonovich’s vast selection, reasonable price range, and the fact that they possessed the largest collection in America. MZInc also emphasized the celebration aspect of fur, and how women should commemorate special occasions and their growing financial independence with the purchase of a fur coat. The strategy was to market Antonovich fur coats as a vital fashion accessory for every woman, and every occasion.
- Market strategizing, image enhancement click here
- Idea liquidation vehicle click here
- Enhanced customer service click here
All promotions were done in-house at MZInc.
Now that Antonovich has re-established its place among the leading US fur coat manufacturers, they are ready to enter the second phase of their multi-channel marketing program, with MZInc chartering their course through new frontiers of E-commerce.
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